Card Factory CEO says US market is the key to achieving its strategy as it plans its regional debut

Card Factory chief executive Darcy Willson-Rymer tells Retail Week the retailer is to make its entry into the US market with its latest wholesale partnership in the region.

He says: “It’s an appropriate-sized retailer for us to enter into the market. We’ll have national coverage, but it’s our first step and I think it’s really important.

“The US is a big market and If we’re going to achieve our strategy, we must enter into the US card market that’s valued at $7bn in total. But of course, we have to learn, and we have to understand the differences between the US and the other places we do business, not just from how you do business, but also from a consumer perspective. So this is a good first step.”

While the retailer hasn’t revealed the name of its partner in the US, Wilson-Rymer says the partnership will enable Card Factory to sell in 49 US states and will launch in time for Christmas.

Card Factory posted an 5.9% increase in sales while profits fell £7.6m in the six months to July 2024. However, the specialist cards retailer is well placed for the festive period ahead, which is typically where it sees an uptick in sales, says Willson-Rymer.

“From a Card Factory perspective, we’re expecting growth to continue in the second half of the year. From a consumer perspective, consumers are telling us Christmas is important to them. They want to have a good celebration with their family. And therefore we are well set up to be able to help consumers do that. 

“In the broader sector, there have been and there are macro challenges. But I think we are set up as well as we can be in order to deal with that.”

The retailer is hiring close to 5,000 seasonal staff as it prepares for the festive period ahead. This includes staff in stores and warehouses, and is similar to the number of people it hired last year.